Northwell Health - Project Strength

We used the power of animated storytelling in our latest advertising campaign aimed at fighting COVID-19. “Fearless leader” is the story of a young girl who rallies New Yorkers to assist health care workers in the pandemic. The 30-second television ad begins with the girl inside a Northwell hospital during the height of the patient surge that overwhelmed metro New York hospitals in late March. She witnesses firsthand the devastation COVID-19 leaves upon patients, and the tireless commitment of caregivers on the front lines. She then leads the chorus of appreciation during the celebratory “clap out” that’s become iconic of the pandemic, honoring those who have been stepped down from intensive care or discharged from the facility. Later outside the hospital, the girl spreads optimism among community members — pizza delivery workers, sanitation employees and even pigeons — leading into the ad’s climax, when the girl embraces encouraging words from a Northwell physician and strikes the “giant coronavirus” down with a mythical sword. The TV spot also features the renowned, culturally inspiring beat poet IN-Q, whose emotional voice rallies communities to fight COVID-19 with “love.”

“New Yorkers are strong individuals and we want to continue to provide positive visuals and messages and reassure them that we will persevere,” said Ramon Soto, senior vice president and chief marketing officer of Northwell Health. “The little girl represents their collective bravery, toughness and triumph through adversity. We’ve been in this together since day one. And this advertisement celebrates that bond as we advance through this unique time.”